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B2B Marketing Automation

B2B Marketing Automation

Marketing automation, the talk of the B-Town, is the terminology used to refer to software platforms and technologies developed with the goal of empowering businesses to market themselves in the most effective manner. As a subset of customer relationship management (CRM) or customer experience management (CXM), Marketing Automation focuses on the definition, segmentation, scheduling and tracking of marketing campaigns. Its usage ensures that the otherwise manually handled time consuming processes are automated and thus efficient from a business’s point of view. In a nutshell, it’s a tool that allows an individual to design, execute and automate a time-bound marketing workflow.

Marketing Automation platforms give the leverage of automating and simplifying client communication by managing complex omni-channel marketing strategies from a single tool. Marketing Automation assists greatly in areas like Lead Generation, Segmentation, Lead nurturing and lead scoring, Relationship marketing, Cross-sell and upsell, Retention, Marketing ROI measurement. Effective marketing automation tools leverage data from a separate or integrated CRM to understand customer impact and preference. As per reports, Marketing Automation Software Market is Estimated to Reach USD 10,418.6 Million by 2025 at 12.7% CAGR, which is a compelling enough reason for every marketer and business to ride the tide. For, anyone who thinks otherwise is going against the tide, which is not the wise thing to do for any business.

What’s all that noise about?

Just following the herd doesn’t always serve the purpose. Until there is no strategic thought through first step behind that journey. The reason why, it’s pivotal for every marketer and business to have a thoughtful strategy in place, with the resources and capacity to measure the impact of the campaigns, which plays a crucial role in a B2B marketing automation campaign’s success.

Like every war needs a war plan, marketing automation too. This ensures that a marketer is well armed to take full advantage of the new solution in hand and provide tools as per need to better their efforts in marketing the business they are handling. So, you have a solid plan, here are some pointers that will help you devise an effective B2B marketing strategy to win over the hearts of your target audiences and drive flying results for your organization.

"Marketing Automation platforms give the leverage of automating and simplifying client communication by managing complex omni-channel marketing strategies from a single tool."

Personalization matters

A tailored experience for every customer was a mammoth task, until the advent of marketing automation. It allows marketed to set up rules based on consumers’ behaviour that puts them in certain groups. However, it is up to the marketers to determine the most effective way for segmentising their target audiences. And eventually, based on the segment one is in, decide the content and strategy to communicate with that person. Thus, consumer mapping plays a very important role in ensuring that communication happen.

Developing and Implementing an Account-Based Management and Lead Scoring System gives you the edge

Unlike B2C marketers, B2B marketers need to deal with multiple personas within an organization to present and seal the deal with the sales team. It is a challenging task to engage multiple stakeholders, and the lack of proper tools can make it almost impossible to come to a final business decision. Such situations can lead to missed opportunities and effect organizational growth.

According to a report, 80% of businesses that fail to shift to a modern security approach will face increasedThe above mentioned can be avoided, with the development and implementation of an account-based management and lead scoring system as part of marketing automation for B2B strategy. It helps in prepping up the sales and marketing teams to strike at the right time, thus ensuring the right results for the business. It gives an aggregated view of in-house stakeholders’ response to the marketing content and helps in assessing if they are ready to take the baton ahead. operating costs and a lower response to attacks by 2023.

The search for the right vendor

While devising the right marketing strategy or bringing the sales and marketing team to a point of consensus through marketing automation might look like scaling the Everest, the real victory is nowhere near without the right person/support organisation that can offer strategic and implementation support.

Organizations looking at speeding up their success stories and equipping themselves with the knowledge and resources to be effective with marketing automation, should put their trust on vendors that offer strong strategic and implementation support. These offerings help marketers ensure that things are in the right place when it comes to using their marketing automation platforms and achieve their goals.

The Think Tanks

Some of the dominant key players providing marketing automation software market are SAP SE, Adobe Systems Inc., Marketo Inc., Act-On Software Inc., Autopilot, Teradata Corporation, SAS Institute Inc., Oracle Corporation, ActiveCampaign, Cognizant, Inc., IBM Corporation, Ontraport and HubSpot Inc.

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